Building up your brand is important for any organization. But how do you define your brand, and what do other people think of you? Sometimes, the answers to those two questions don’t match up and it’s at that point that Craig Dekshenieks, the Director, Content & Marketing Operations at Aderant, says that hard choices need to be made. On this episode of Marketing Trends, Craig explains why discovering outside perceptions should be a key factor in your marketing strategy. Plus, he talks about why content needs to do more than just spread your brand message and he talks about the future of marketing.
– How others perceive you is just as important as how you perceive yourself
– You need to create content that converts
– The ability to measure hard-to-measure things will be what defines the future of marketing
“Everyone perceives themselves in a certain way. And companies are no different. Usually, it’s based on the founders’ perception of themselves, but sometimes you need to find out how other people view you. It might be spot on, it might be incorrect, but do we want to change it? And how do we do that? Because, it can be really eyeopening if most people think, ‘Oh, we’re a cool hip brand.’ And really the public perception is that you’re old, that you’re out of date, that you’re out of touch.”
“If this product, for example, is for this type of person – what do they care about? What is their why? And that’s what you want to find out — how our product, how our software, our different solutions can actually address their why, what they care about the most.”
“I think people have media exhaustion…but I think podcasts offer a relief. This is the only medium left where I feel like there’s a true dialogue going on.”
“What I like to see is someone or a company, or an organization be successful and actually go from 0 to 60 on the strength of a clever marketing campaign. And when I say clever, I’m not talking about catchy, you know, like ‘Where’s the beef?’ It’s more they chose, right. They chose the media, right. They chose the message right. And it resonated with people. I love hearing stories about that.”
“The next level I think for the best marketers is to figure out how you can measure very difficult to measure things. That, to me, is really, really going to be cutting edge in the next wave.”
Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.